Mike Carter's Blog for Wine Packaging, Design & Marketing Insights

Distilling Art From a Barrel

December 25, 2008

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The Glenfiddich distillery recently commissioned UK based design studio johnson banks to bring the maturation process of their single malt whiskies to life through a series of artworks. The creative team decided to use the barrel as their muse, exploring it in its singular parts, as a way of depicting the distinctive characteristics of Glenfiddichâ€™s five signature whiskies, aged 12 to 30 years. The end result of the project is a stunning display of industrial pieces that give weight to the passage of time.

The image pictured illustrates â€œthe angelâ€™s share,â€ the amount of whisky that evaporates during distillation, the words â€œFor 21 Years We Take a Shareâ€ cut into the wood. With so many alcohol companies spending top dollar on advertising campaigns promoting vacuous experiences, itâ€™s a nice change to see a celebration of tradition and taste which is ultimately the thing being sold anyway.